Presentation on

KIWI SHOE POLISH

Presented by-
Ankita Sharma
08609108
MEDIA BRIEF
THE PRODUCT INFORMATION
 A waxy paste, is a consumer product to polish, shine, restore
appearance and extending the shoe’s life. The company
have products for different lines of shoes viz. leather, suede
& nubuck, otudoor, sport, multi-purpose shoes.

 The various product line of the brand (for leather shoes):

- Paste Polish
- Parade Gloss
- Express Shine Sponge
- Instant Wax Shine
- Premiere Shine
- Leather Lotion
- Leather Dye
- Shoe Polish Kit
- Scuff Cover
- Scuff Remover
- Shoe Whitener
- Heel & Sole Edge Color Renew
- Leather Travel Kit
- Express Clean & Shine Wipes
- Shine Brush
- Shine Cloths
- Heel Savers
- Foam Polish Applicator
- Polish Applicator
COMPANY INFORMATION:
 Kiwi is the brand name of a shoe polish.
 first made in Australia in 1906 and as of 2005 sold in almost
180 countries .
 Owned by the Sara Lee Corporation since 1984, it is the
dominant shoe polish in some countries, including the United
Kingdom and the United States, where it has about two-thirds
of the market.
 Kiwi remains the predominant shoe polish brand in most of
the world, being sold in over 180 countries and holding a
53% market share worldwide.
THE COMPETITORS:
 Cherry blossom shoe polish
 Shinola shoe polish
 Lincoln Shoe Polish
Meltonian shoe polish

CHERRY BLOSSOM:
Launched in the UK in 1906 by Chiswick Soap Company.
It is a part of Reckitt & Coleman (now Reckitt Benckiser).
Its one of the few brands which have survived with a leadership for 100 years.
INDUSTRY ENVIRONMENT
 Facts & Figures
 1. Penetration of Shoe Polish is more than 30% in rural India
 2. Cherry Blosson was 75 crore in 2006, 60-70% market share
in Rs 110-120 crore shoe polish market
 3. Shoe care market in India is small. This market was
dominated by Cherry Blossom from Reckitt and Benckiser
which earlier had a market share of 80%. Kiwi was the
challenger brand and enjoys a market share of 24% in 2006
(ACNielsen) anfd Cherry's market share decline to around
60%
 4. Wax polishes constitutes 70% of the market while liquid
polish constitutes 20%
Consumer Insights

1. Shoe polishes are infrequently purchased products with very less

involvement from the customer
2. Cherry Blossom had a generic brand status in the market
3. Today in this hectic rush , seldom do we get time to polish our shoes every
day. Understanding this Consumer insight, Kiwi launched Express shoe polish
which can be used to shine shoes when you are in a rush. These innovations
surely helped the brand to create a market for itself.

Cherry Blossom drives the category with over 68 per cent market share, while
Sara Lee HNDC India, Kiwi has a 24 per cent share. Industry estimates place
the shoe polish market at about Rs 110 crore (Rs 1.1 billion), giving Cherry
Blossom roughly Rs 75 crore (Rs 750 billion).
MARKETING OBJECTIVE:
 "Passion for shoes," that’s what KIWI is all
about.
 Their objective is to capture the market and
beat their competitors and be the first brand
chosen by the customers.
 Dominate their product categories
MEDIA OJECTIVE
THE TARGET AUDIENCE

•Targeting males.
• Target people would even include the corporate people, the mothers of the
school going children, the college students (who usually have uniform).
• The rural market as well.
REACH AND FREQUENCY
 To get high reach so as to create demand for the
brand.
 Use various media for the high reach.
 The mediums used should intend to persuade
consumers, mostly male, to use the Kiwi shoe
polish they already have in their homes. That, of
course, would lead to more purchases of Kiwi
shoe polish, shoe paste and shoe sponges.
 The frequency should be at least optimum enough
to have a recall value.
MEDIA STRATEGY
THE PROMOTIONAL STRATEGY FOR
THE BRAND
They run print advertisements in a variety of national magazines. The ads,
created by the Richards Group in Dallas, use sassy humor to try to stimulate
demand for the brand.
The Kiwi ads are printed in bright red, matching the color in the background of
the brand's logo.
They started the print campaign, with a budget estimated at more than $2
million, which is appearing in 18 magazines with a predominantly or primarily
male readership
They did "state of the shoes" exploration, going to bookstores, coffee shops and
workplaces, talking to people about their shoes.
The Kiwi campaign is running in magazines like Black Enterprise, Car and
Driver, Cargo, Ebony, Esquire, Men's Fitness, National Geographic,
Newsweek and Popular Science.
There are also plans to create versions of the campaign for ad space in trains
and on elevators as well as to put it up on a Web site.

Kiwi was the first one to bring International standard Liquid shoe polish in
India .It also pioneered the Shoe shine sponge which was a blockbuster. Kiwi
was also the first brand to launch Suede and Nubuck range.While Kiwi talked
about quality shoe care, Cherry Blossom was stuck with Poor " Charlie
Chaplin look alike " ads. Most of the new product launches of Kiwi was in line
with the changing consumer preferences. When the consumers opted for
semi casual Suede and nubuck shoes, Kiwi was quick to launch Shoe care
products for that category.